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Bringing Service Design In-House / Service Design Drinks Berlin

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Service Design Berlin BCG DIGITAL VENTURES / OCTOBER 19, 2016 Bringing Service Design In-House Picture: Melanie Dreser
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Page 1: Bringing Service Design In-House / Service Design Drinks Berlin

Service Design Berlin

B C G D I G I TA L V E N T U R E S / O C T O B E R 1 9 , 2 0 1 6

Bringing Service Design In-House

Pic

ture

: Mel

anie

Dre

ser

Page 2: Bringing Service Design In-House / Service Design Drinks Berlin

Katrin PhD Candidate, University of Potsdam

Who is inviting?

Olga Business Consultant, Fuxblau

Mauro CEO & Designer, Boana

Martin Service Designer, UK Gov

Manuel Service Designer, Fuxblau

Page 3: Bringing Service Design In-House / Service Design Drinks Berlin

Activities of Service Design Berlin

Service Design Drinks

Service Experience Camp

The Service Gazette

Page 4: Bringing Service Design In-House / Service Design Drinks Berlin

Where are we?

Page 5: Bringing Service Design In-House / Service Design Drinks Berlin

How does it work?

Input Exercise Mingling

Page 6: Bringing Service Design In-House / Service Design Drinks Berlin

Broadcasting globally

Page 7: Bringing Service Design In-House / Service Design Drinks Berlin

Who is speaking tonight?

Manuel Großmann Service Designer & Co-Founder, Fuxblau @manuel_berlin

Page 8: Bringing Service Design In-House / Service Design Drinks Berlin

Why Relevance

Page 9: Bringing Service Design In-House / Service Design Drinks Berlin

“[IBM will] flood its ranks with hundreds of designers and train its entire workforce—some 377,000 employees worldwide—to think, work, feel like designers.”

S o u r c e : Q u a r t z , S e p t 2 0 1 6 h t t p : // q z . c o m / 7 5 5 74 1

Page 10: Bringing Service Design In-House / Service Design Drinks Berlin

Two aspects of bringing service design in-house Learning & teaching

Page 11: Bringing Service Design In-House / Service Design Drinks Berlin

B A S I C S

Photo by Flickr user: Brian (Ziggy) Liloia

You wouldn’t expect to learn woodworking in a day. Why should service design be any different?

Page 12: Bringing Service Design In-House / Service Design Drinks Berlin

H O W

Three ways of bringing service design in-house

P R OJ E C T- B A S E D W O R K

T R A I N I N G S N E W E N T E R P R I S E S

Page 13: Bringing Service Design In-House / Service Design Drinks Berlin

How Ways of doing it

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Bringing Service Design in-house Through trainings

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T R A I N I N G S

Three approaches for trainings

I N T E N S I V E W O R K S H O P

I N T E G R AT E D W O R K S H O P S

W O R K S H O P & C O N S U LT I N G

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I N T E N S I V E W O R K S H O P

Page 17: Bringing Service Design In-House / Service Design Drinks Berlin

Intensive WorkshopsT R A I N I N G S

T I M E

LE

VE

L O

F S

UP

PO

RT

“Corporate entertainment”

-author anonymous-

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I N T E G R AT E D W O R K S H O P S

Page 19: Bringing Service Design In-House / Service Design Drinks Berlin

Integrated WorkshopsT R A I N I N G S

T I M E

LE

VE

L O

F S

UP

PO

RT

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“The format of short two-hour sessions throughout a week allowed us to train a larger team because all were able to spare some time every day.

— I N G A B E R G E N , CEO, Welldoo

It also showed us that small work packages can be finished within a very short time.”

Page 21: Bringing Service Design In-House / Service Design Drinks Berlin

W O R K S H O P & C O N S U LT I N G

Page 22: Bringing Service Design In-House / Service Design Drinks Berlin

T R A I N I N G S

Workshop & Consulting

T I M E

LE

VE

L O

F S

UP

PO

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Page 23: Bringing Service Design In-House / Service Design Drinks Berlin

“The initial workshop creates a wow moment. It creates a new perspective. The following consulting allows a transfer into practise. What is more it keeps up the awareness for the tools and methods.”

— A D A M L A W R E N C E , Co-founder, Work Play Experience

Page 24: Bringing Service Design In-House / Service Design Drinks Berlin

Artefacts

Page 25: Bringing Service Design In-House / Service Design Drinks Berlin

Expanding the time for supportA R T E FAC T S

T I M E

LE

VE

L O

F S

UP

PO

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artefacts left behind

Page 26: Bringing Service Design In-House / Service Design Drinks Berlin

The future of service design trainings?

Page 27: Bringing Service Design In-House / Service Design Drinks Berlin

Traditional learning modelT H E F U T U R E O F S E R V I C E D E S I G N T R A I N I N G S

L E A R N I N G B A S I C S with the help of a pro

A P P LY I N G T H E K N O W L E D G E by yourself

Page 28: Bringing Service Design In-House / Service Design Drinks Berlin

Flipped classroom modelT H E F U T U R E O F S E R V I C E D E S I G N T R A I N I N G S

L E A R N I N G B A S I C S by yourself

A P P LY I N G T H E K N O W L E D G E with the help of a pro

Page 29: Bringing Service Design In-House / Service Design Drinks Berlin

Bringing Service Design in-house Through project- based support

Page 30: Bringing Service Design In-House / Service Design Drinks Berlin

The (traditional) agency model is an outdated model

P R OJ E C T- B A S E D S U P P O R T

Call for help / Brief

Work by the agency

Presentation & handover of documentation

Page 31: Bringing Service Design In-House / Service Design Drinks Berlin

P R OJ E C T- B A S E D S U P P O R T

Weaknesses of the (traditional) agency model

Lack of knowledge transfer

Lack of internal insights (stakeholder & their needs)

Lack of internal buy-in (not invented here)

Lack of impact

Page 32: Bringing Service Design In-House / Service Design Drinks Berlin

An integrated modelP R OJ E C T- B A S E D S U P P O R T

Regular collaboration & involvement

Call for support

Client is able to continue the work

Page 33: Bringing Service Design In-House / Service Design Drinks Berlin

“We pinned print-outs of personas, user journeys and a service blueprint to the hallway wall. This helped a great deal to communicate to others what were working on.”

— M A R C P I R S I N G , Head of Commercial Service Center, Bayer Business Services

Page 34: Bringing Service Design In-House / Service Design Drinks Berlin

is controlled by company constantly

gets guidance that leads to meaningful outcomes

spends extra time through co-location

focusses on topics of importance & relevance

needs to cater for special stakeholders

creates tools that are actively used by people afterwards

P R OJ E C T- B A S E D S U P P O R T

Pains and gains for the agency

PA I N S G A I N S

Page 35: Bringing Service Design In-House / Service Design Drinks Berlin

“As a client we are very involved. The agencies aren’t used to that. Some have a problem with it. We don’t work with these any longer.”

— A N A P E S S A N H A , Senior Design & User Researcher, HERE maps

Page 36: Bringing Service Design In-House / Service Design Drinks Berlin

Bringing Service Design in-house By incubating new enterprises

Page 37: Bringing Service Design In-House / Service Design Drinks Berlin

B U I L D I N G A N E W A G E N C Y

Page 38: Bringing Service Design In-House / Service Design Drinks Berlin

Building an agency: NeugelbI N C U B AT I N G A N E W E N T E R P R I S E

Client

Agency

Page 39: Bringing Service Design In-House / Service Design Drinks Berlin

Client

Agency

Building an agency: NeugelbI N C U B AT I N G A N E W E N T E R P R I S E

Involvement

Involvement

Become client again

Knowledge transfer

Relationship building

Strategicwork?

New agency

Page 40: Bringing Service Design In-House / Service Design Drinks Berlin

New agency: Client pains and gains

takes much longer knowledge in-house

PA I N S G A I N S

more expensive

long term financial risk of running an agency

independence

I N C U B AT I N G A N E W E N T E R P R I S E

Page 41: Bringing Service Design In-House / Service Design Drinks Berlin

New agency: (Old) agency pains and gains

new competitor experience in incubating a new company

PA I N S G A I N S

iterated processes to learn from (e.g. on-boarding)

you get to do the strategic consulting while others execute

I N C U B AT I N G A N E W E N T E R P R I S E

Page 42: Bringing Service Design In-House / Service Design Drinks Berlin

B U I L D I N G A N E W P R O D U C T

C O M PA N Y

Page 43: Bringing Service Design In-House / Service Design Drinks Berlin

Building a new product company: COUPI N C U B AT I N G A N E W E N T E R P R I S E

Client

Agency

Page 44: Bringing Service Design In-House / Service Design Drinks Berlin

Client

Agency

I N C U B AT I N G A N E W E N T E R P R I S E

send staff

people return

Building a new product company: COUP

Startup

send staff

Page 45: Bringing Service Design In-House / Service Design Drinks Berlin

Client pains and gains

share risk?

PA I N S G A I N S

good opportunity to invest money

higher complexity (launching a product & a company) all expertise is in-house when the

agency leaves

I N C U B AT I N G A N E W E N T E R P R I S E

Page 46: Bringing Service Design In-House / Service Design Drinks Berlin

Agency pains and gains

higher complexity grow unique knowledge

PA I N S G A I N S

more client influence (product & company culture)

staff sees the impact of their design

equity share?

I N C U B AT I N G A N E W E N T E R P R I S E

client knowledge

Page 47: Bringing Service Design In-House / Service Design Drinks Berlin

Takeaways

Page 48: Bringing Service Design In-House / Service Design Drinks Berlin

Tips for successful service design learning

Page 49: Bringing Service Design In-House / Service Design Drinks Berlin

TA K E AWAY S

Tips for learners

P R OJ E C T- B A S E D W O R K

T R A I N I N G S N E W E N T E R P R I S E S

Ask how the input will be translated into the real context

Demand a collaborative working model

Master the skills before the support leaves

Allocate extra time for your employees

Don’t expect to master service design within a day

Involve the partners early on

Page 50: Bringing Service Design In-House / Service Design Drinks Berlin

Tips for successful service design teaching

Page 51: Bringing Service Design In-House / Service Design Drinks Berlin

TA K E AWAY S

Tips for teachers

P R OJ E C T- B A S E D W O R K

T R A I N I N G S N E W E N T E R P R I S E S

Mix theoretical and practical input

Embrace more client involvement

Take the risk and try entirely new models

Offer trainings + consulting which is stretched over a period of time

Plan your deliverables as artefacts to leave something behind

Page 52: Bringing Service Design In-House / Service Design Drinks Berlin

Exercise Let’s create an awesome learning format

Page 53: Bringing Service Design In-House / Service Design Drinks Berlin

A new learning experience

1. Form groups of max. 5 people

2. Grab one template from the pile (1 per group)

3. Take 12 min to create an awesome

learning format

Page 54: Bringing Service Design In-House / Service Design Drinks Berlin

• dqcdde s

Tickets: www.tiny.cc/susjam

• Practice hands on service design processes and methods

• With 90+ cities participating all over the world

• In a free, open, creative space (sponsored by Impact Hub Berlin)

Page 55: Bringing Service Design In-House / Service Design Drinks Berlin

One month from now…

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Not your average conference

Page 57: Bringing Service Design In-House / Service Design Drinks Berlin

Inspiring key talks

Page 58: Bringing Service Design In-House / Service Design Drinks Berlin

Confirmed so far…

Page 59: Bringing Service Design In-House / Service Design Drinks Berlin

Hands-on workshops

Page 60: Bringing Service Design In-House / Service Design Drinks Berlin

Open session you decide on…

Page 61: Bringing Service Design In-House / Service Design Drinks Berlin

… and lead

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That’s what we call a co-conference —because you co-create it

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Plus, more fun than at a usual conference

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And really great food

Page 65: Bringing Service Design In-House / Service Design Drinks Berlin

Taking place November 18–19th

Page 66: Bringing Service Design In-House / Service Design Drinks Berlin

Save 10% in a group of 5 Get your regular ticket before October 24 Check sxc16.eventbrite.com

…save additional 10% on all tickets until midnight by using the code: SDD-INHOUSE

Page 67: Bringing Service Design In-House / Service Design Drinks Berlin

Thanks for joining!

servicedesignberlin.de

@SD_Berlin

fb.com/servicedesignberlin


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